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In less than two weeks, the editorial staff fromSearch Engine Land and oursister siteMarketing Land will host the 4thannual SMX Social Media Marketing conference(November 19-20th)at the ARIA Resort and Casino in Las Vegas, Nevada.

For this years lineup,in addition to strategic sessions and big picture panels, we have several spotlight sessions that will deliverhighly tactical and practical tips for marketing on specific socialplatforms.

Over at Marketing Land, we have been previewing a sample of sessions and keynotes of interest to search and social marketers, read more now:

Heres an overview of what to expect if you are attending the 2014SMX Social Media Marketing Conference at the ARIA Las Vegas.Still need a ticket? Register today to secure your spot!

Whether youre just getting started in a social media role, or are already a seasoned social pro, you can add aprimerday (Tuesday, November 18th) to your conference ticketand choose one of thesein-depth workshops:

Withnative advertisingbeing one of the most complex issues in social media promotion, you need all the insight you can get when it comes toNative Ads, Sponsored Endorsements & Paid Posts: Walking The Social Media Minefield.Youll hear how some of thetop digital agencies (Edelman, Beeby Clark + Meyler, Sway Group) are navigating this tricky area on behalf of well recognized brands.

Paid social advertising has been one of the fastest growing areas of digital marketing,and like all other areas of digital, changes at a rapid pace. Just recently, Facebook Ads unveiled major upgrades for campaign structures, allowing advertisers to better manage their social targeting and bidding strategies.

With other new features, such as the Facebook/Atlas ad-serving platform rising up to challenge Google Doubleclick, the opportunity for advertisers to tap into the power ofaudience based targeting and interest segments is massive.

In this sessionled by our own paid media reporterGinny Marvin, attendees will hear more about the features available to advertisers from Beth Horn,Retail Business Lead at Facebook,as well as campaignmanagement strategiesfrom experienced agency marketers Ian Mackie of Point It and Paul Steketee of Addressomo.

Content creation and distribution remains at the center of all successful social media campaigns. Learn how the biggest brands listen to their audience, craft a content strategy for the long haul and execute on brand voice in real-time moments, while avoiding blunders.

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2014 SMX Social Media Marketing Conference Preview

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Not long ago, I invited Christi McNeill on my podcast, All The Social Ladies. Christi is the Social and Digital Strategy Manager for Patron Spirits and is described as a communicator who just gets it by USA Today. After building the social mediaprogram at Southwest airlinesto its current level of success, she was personally head-hunted by Patrons VP of Digital Marketing, Adrian Parker. Being the voice of a trusted and iconic brand is no easy feat, and I wanted to share with you three key insights from Christis interview that reveal her path to success.

Get Buy-In

How do you get buy-in to impact change in your organization through social media? Not all brands view social in the same way, and Christi has experienced both sides of the fence. Early on, Patron had identified the need for a specific digital practice. The brand got it and wanted Christi to do more. Having an executive who is your social media cheerleader and evangelist is key. Patrons CMO, Lee Applbaum, is a frequent user of social media. Having a C-Level advocate can make it easier for the entire company to get behind social. Dont have this? Christis advice is to provide regular education as to why social is so critical and important for your brand.

Bring Social Strategy to Life

There are three areas that Christi thinks are vital for social strategy to succeed:

1. Find your brand advocates and bring them to life. Re-share and re-broadcast what they are saying to show you are truly listening. Its all about maximizing the shared voice online.

2. Resolve misperceptions through education. One of the ways Patron does this is by telling the story of its handcrafted liquor in an authentic way across social channels.

3. Unlock the passion. Provide great content for your brand lovers to make them super fans. Look for conversational trends and tap into them. Mirror your content to be part of these trends and make your participation relevant.

Follow this link:
Social Media Insights From The Lady "Who Just Gets It" - Christi McNeill

Compared to traditional advertising, social marketing lets businesses reach their target audience with greater precision at lower cost. The barriers to entry are so low that the number of social channels and tactics available to small businesses can be dizzying.

With a growing number of available social marketing tools, it can be easy to get distracted from the task at hand: helping your business grow through customer acquisitions and market insights.

Here are some tips to stay on task and make the most of your social media budget:

1. Think of every campaign as an opportunity to gain insights about who your customers are (and arent). You need to generate sales. Along the way, you can learn a lot about your market. If youre spending money and not seeing a return in terms of customer demographic insights, youre probably missing out.

Social marketing can be targeted precisely, measured and tracked. For example, Facebook Advertising offers a number of ways to segment and target users. Running multiple campaigns targeted to different audiences can help you validate your assumptions about your target segments.

2. Content is still king. Social marketing has forced brands to think creatively about content in order to engage their consumers. The trend towards content marketingthat is, sharing relevant and non-commercial content with your followers in an effort to build a loyal followinghas upped the ante for the average business trying to establish an attractive social presence. The need to feed your feed with content can be overwhelming, and the cost of hiring a social media marketer can be prohibitive.

To make your budget go further, Toronto-based startup Blurbi enables companies to find and curate content for their feeds using freelance social marketers at the cost of a dollar per post. Combined with a link-shortening and call-to-action tool like Snip.ly, a content-first approach can provide entertainment to your followers and drive traffic to your website.

3. Join forces with a complementary brand. Marketing partnerships are powerful. By joining forces with another business that is selling different products to similar customers, you can extend your reach at lower cost. This might mean swapping in-store advertising or cross-promoting each others business online.

Partnershop is a Toronto-based startup that facilitates marketing alliances over social media. According to Partnershops CEO, Jason Silver, "businesses that work together to cross-promote each other through social media reach an average of 26 times more new customers per post than they otherwise would by posting on their own."

4. Leverage your influential followers. Followers acquired through Twitter, Instagram and elsewhere can become brand advocates. Take some time to research who among your followers has the credibility and reach to earn you more potential customers, and surprise them with a random act of kindness.

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Four ways to make the most of your social media budget